Fast-forward disabling delivers superior advertising impact
Joseph O'Halloran
| 21 September 2014
Research from A+E Networks has revealed that disabling fast forwarding during VOD viewing delivers superior advertising impact without adverse consequences to the user experience or intent to continue viewing.

AEConducted by MediaScience, the study monitored over 350 video-on-demand viewers for their biometric (electrodermal) response during the session while cameras captured facial muscle movement for analysis of their emotional response to both programmes and ads. Pre-and-post surveys were also administered to gauge differences during the test sessions.

Consistent with expectations, the study found that ad impact improves dramatically when fast forwarding is disabled, with viewer aided-recall of ads increasing by over 50%. Perhaps more surprising, said the global media content company, was that these results were achieved with no adverse consequence to the programme viewing experience; with no reduction to either programme enjoyment, entertainment or engagement and no change in VOD usage intent, VOD satisfaction or VOD utility. Furthermore the study also demonstrated that fast forward disabling had an additional benefit, preventing viewers from accidentally overshooting past the resumption of programming, a problem that occurs for over 50% of all viewing.

"Until now, there has been a lot of uncertainty about the potential trade-offs associated with fast forward disabling," remarked Julya Fridman, A+E Networks Vice President, multiplatform and distribution analytics, highlighting the strategic contributions of the research. "Now, with the benefit of this research, we're confident that it represents a win-win proposition for advertisers, programmers and distributors alike."